The Influence of Sports Celebrity Credibility on Purchase Intention: The Moderating Effect of Gender and Consumer Sports-Involvement

The Influence of Sports Celebrity Credibility on Purchase Intention: The Moderating Effect of Gender and Consumer Sports-Involvement

This study investigates the effects of sport’s celebrity endorsement on purchase intention. More specifically, this study seeks to (1) identify the extent to which the sports celebrity’s credibility influences consumer purchase intention; (2) the extent to which gender moderates the effect of sports...

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Bibliographic Details
Main Authors: Natalie Bragança Düsenberg, Victor Manoel Cunha de Almeida, João Guilherme Barbosa de Amorim
Format: Article
Language:English
Published: FUCAPE Business School 2016-01-01
Series:BBR: Brazilian Business Review
Subjects:
sport celebrity
source credibility
endorsement
sport involvement
Online Access:http://www.redalyc.org/articulo.oa?id=123052598001
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